Willingness is when they nod yes, but in their heart, they know they aren’t committed to doing the work and following through.
Desire is a salesperson who is 100% committed to the change you’ve been talking about.
Perhaps the easiest way to figure it out is to ask!
> we’ve been talking about _____________, what would hold you back from taking action?
> what alternatives to you see to __________, for you to achieve your goals?
> how will you make ________________ a success?
Before they leave your office – make sure you aren’t confusing willingness with desire.